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Author: Scott Guthrie | #064 | 13 July 2022

Influencer Marketing | Social Platforms | Quick Links | Column

Oz regulators clamp down on ‘freebie’ content

Two advertisers have been found in breach of The Australian Association of National Advertisers (AANA) Code of Ethics for influencer content. Both Cygnett and Thermomix fell foul of section 2.7 - Distinguishable advertising - and were upheld by the Ad Standards Community Panel for not adhering to the labelling requirements outlined in the Code. Complaints against both brands centred on long-term ambassadorial influencer contracts. Both brands featured influencers who posted additional content beyond the strict scope of their contracts. In both cases, the Panel conceded the offending posts were made at the discretion of the influencer. However, they considered the content still fell reasonably within the control of the advertiser…

Caspar Lee VC firm Creator Ventures closes $20m first round

Creator Ventures, a London-based venture capital firm counting Casper Lee as a partner, has closed its first fund at $20m. Lee, an early YouTuber and co-founder of influencer marketing agency Influencer.com, launched the fund alongside Sasha Kaletsky. Their aim? To co-invest strategically alongside influencers and celebrities…

Other stories in the Influencer Marketing section include:
FaZe Clan Is Going Public - but does the timing stack up?, Creator economy strengthens in Australia and True Crime creator launches not-for-profit to support families of victims.

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Influencer Marketing | Social Platforms | Quick Links | Column

What Is a TikTok Shadowban? Plus 5 Ways To Get Unbanned

This Hootsuite article explains what a TikTok Shadowban is. How do you get shadowbanned on TikTok in the first place? How you can tell if you’ve been shadowbanned? How long will you languish in TikTok’s shadowban sinbin? Plus, most importantly, how do you get out of a shadowban on TikTok? Click through, and find answers to all.

Amazon pushes on with livestream shopping

Last week, we talked about how TikTok’s livestream shopping aspirations need more work. Chiefly, how the Chinese-owned app had pressed pause on rolling out the QVC-style feature across Europe and the US until it had got it right in the UK. This week Amazon seeks to exploit the chink in TikTok’s armour. According to the Financial Times, Amazon has been increasing investment in…

Other stories in the Social Platforms section are Musk axes Twitter bid and more.

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Influencer Marketing | Social Platforms | Quick Stats | Column

This week’s stats all come from a joint whitepaper called Breaking Traditions: the power of integrating creators with traditional media. The work was put together by GWI, Mediacom, and Influencer.

→ 66% of consumers said that they would like to see creators promoting brands outside of social media.

→ Consumers say they’re 72% more likely to purchase a product if the creators can demonstrate the research they’ve put in beforehand.

→ 55% of consumers feel more confident purchasing a product endorsed by a creator if they are knowledgeable about the product.

→ 2/3 of consumers are more likely to trust creators who act selflessly and use their influence to give back to the world.

Influencer Marketing | Social Platforms | Quick Links | Column

Where influencer regulation is more than #AD

2022 is the year of regulatory and legislative scrutiny on the influencer marketing industry. Regulation now goes beyond effective disclosure of creator advertising. It reaches into areas such as crypto assets, and the care influencer marketers must take to ensure they do not mislead consumers in the way bitcoin or NFTs are promoted. Regulatory advice now includes briefing marketers against misleading environmental claims. Marketers also have a duty of care to protect the young and the vulnerable…

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